Sponsor (Oct-Dec 1964)

SFONSOR WEEK Sarnoff: End Restrictions on Tv Journalism Sarnoff . . . "open government doors to tv." hand knowledge or expertise, whether the issues have been fully and fairly explored in news treatment." Sarnoff emphasized that his proposals were not designed for the NBC chairman criticizes Fairness Doctrine; urges access to hearings, revision of equal-time rule Detroit — Urging revision of ^^^^— ^^— — ^^-^^— ^— ^ Section 315 of the Communications Act and an end to ail restrictions on television journalism, Robert W. Sarnoff, NBC board chairman, last week argued that tv is now a basic part of the American press, yet it is in this "most essential area of informational service that its capacities are seriously restricted — in political coverage, in dealing with controversy, in reporting on public business." Sarnoff added: "Paradoxically, these shackles — which do not apply to any other medium — have been forged by the government itself in the name of public interest." In addition to revision of the "equal time" stricture in political campaigns (Section 315). Sarnoff called for establishment of a public policy which would open the doors of government to tv coverage, including abandonment of "discriminatory rules" barring television from legislative coverage. He also asked formulation of "affirmative standards" to enable television coverage of trials and to guide law enforcement officials and counsel in divulging information about pre-trial proceedings." On the FCC Fairness Doctrine, Sarnoff said, "No one can argue the desirability of fairness in reporting controversial public issues; but one can properly argue against the advisability of having the members of a government agency and its staff review the judgments of professional newsmen, editors and news executives on what is fair coverage." Such a process, declared the NBC chairman in his talk before the Economic Club of Detroit, "compels the regulatory agency, in the first instance, to define what is controversial and what is not, on matters ranging from major international events to local community pioblems. It places on appointed officials of government the obligation to judge, often without first benefit of television, but "to protect the public's right to unfettered dissemination of views and information." Touching on the broader aspects of tv, Sarnoff pointed out that 15 years ago there were 700 thousand television homes. Today there are more than 52 million. He added: "Over the same period, advertising expenditures in the medium have risen from less than $58 million to more than $2 billion. And now color has won a firm and growing beach-head, while America's appetite for television continues to increase." As an "effective instrument for demonstration and sales, reaching millions of consumers in their homes every minute," Sarnoff said, "television has revolutionized the speed and efficiency of our marketing and distribution system ^ the core of an expanding economy rich in production capacity." Mutual-Metromedia— No Sale! St. Paul, Minn.— The 3M Co. will not sell its subsidiary, the Mutual Broadcasting System, to Metromedia. Inc." With that laconic statement, Harry Heltzcr, 3M group vice president who supervises MutuaFs affairs, officially announced that negotiations between the two companies have completely broken down. Declared Heltzer: "Metromedia earlier had offered to purchase the radio n et w or k, but negotiations which followed failed to result in an agreement and all talks have been terminated." He added that no further negotiations are contemplated. Original report that Metromedia had made Mutual an offer was made by a New York newspaper, and, at the time, a spokesman for MBS dubbed it as "premature" (sec Sponsor, Nov. 23, p. 3). 3M's final decision not to sell the 500-station network and to re fuse all offers subsequently sparked by the Metromedia bid was made by 3M president Bert Cross, who has just returned from a business trip to Japan. Metromedia Buys Packer Outdoor New York — Metromedia, Inc., continues on its acquisitive way with announcement that an agreement has been signed for the purchase of all Packer outdoor advertising operations at a price-tag estimated in excess of $10 million. The purchase of all the assets of Packer, which operates primarily in the state of Ohio, will be for cash. John W. Kluge, president and chairman of the board of Metromedia, noted that on completion of the transaction, Packer will operate as the central division of Foster and Kleiser, a division of Metromedia, Inc. 1 20 SPONSOR